Brands & Gaming

by David Nichols, Tom Farrand, Tom Rowley, Matt Avery
Added Value, B.I.G.

Publisher: Palgrave Macmillan, 2005

The computer gaming industry is bigger than the film and music industries put together - and is doubling in size every 5 years.

It is also changing fast. The typical computer gamer is in his mid 20s and female gamers make up one of the fastest growing segments of the market. New developments in sociability and interactivity are also transforming the industry.

The first major study on the topic, Brands and Gaming studies the impact of computer gaming on business and brands and offers an insight as to how marketers can maximise promotional opportunities such as sponsorship and product placement with optimal targeting.

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About the Author

David Nichols is Global Client Director at Added Value and is responsible for three of the company’s largest clients. A specialist in the ideas side of brand strategy, he’s also written three musicals.

Tom Farrand is a Director of Added Value UK, where he specialises in innovation, brand stretch and organisational engagement issues. He started his career at Procter & Gamble.

An Associate Director at Added Value, Tom Rowley focuses on applying cultural insight to diverse brand challenges for clients such as Levi’s, Bacardi-Martini and Sainsbury’s.

Matt Avery is founder of B.I.G., a marketing consultancy that develops strategies for brand owners to interface with computer gaming and computer gamers.